ELEVATING THE ZALANDO BRAND through influencers . 16 2016...

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Transcript of ELEVATING THE ZALANDO BRAND through influencers . 16 2016...

  • E L E V A T I N G T H E

    Z A L A N D O

    B R A N D

    C A P I T A L M A R K E T S D A Y 2 0 1 7

    C A R S T E N H E N D R I C H

    2 0 - 0 6 - 2 0 1 7

  • “ B R A N D

    J O U R N E Y ”

  • 3

    < 2014

    From Nascent Market…

    Awareness

    “KNOWING”

    2015-17

    …to Growing Market…

    Perception

    “LIKING”

    > 2018

    …to Competitive Market.

    Emotional Connection

    “LOVING”

  • 4

    < 2014

    From Nascent Market…

    Awareness

    “KNOWING”

    2015-17

    …to Growing Market…

    Perception

    “LIKING”

    > 2018

    …to Competitive Market.

    Emotional Connection

    “LOVING”

  • C O N T E X T :

    E X P A N D I N G F O O T P R I N T , O F F E R

    A N D B R A N D V I S I B I L I T Y

    • LOCAL MARKET AWARENESS

    • CUSTOMER EDUCATION

    • PERFORMANCE MARKETING

  • S T R A T E G Y :

    S C R E A M C A M P A I G N A C R O S S

    M A R K E T S & S E G M E N T S

    • CUSTOMER FIRST

    • CONVENIENCE & OFFERING

    • MASS MEDIA APPROACH

  • 7

    E X AM P L E S :

    C O N S I S T E N T C O M M U N I C AT I O N S S T Y L E & M AS S M E D I A AP P R O A C H

    2010

    WARNING

    2012

    EXORCISM

    2010

    HIPPIES

    2011

    CAMPING

    2013

    MEN’S

    2013

    X-MAS

  • 8

    LOCAL BRAND

    AWARENESS 89% 95% 94% 94% G E R MA N Y I T A L Y S W I T ZE R L A N D B E L G I U M

    • Local brand awareness (2015): Here is a list of online shops. Please select those online shops selling clothing and footwear that you already know, even if only by name.

    • Global category awareness (2015): Which products do you think Zalando offers?

    • Global functional USP awareness (2015): Which of the following services do you think Zalando offers?

    • Figures are based on Zalando’s Brand Monitor survey: Sample: 20-45 years; 70% female/30% male; 140 interviews per week per country

    R E S U L T S :

    H I G H B R AN D & C AT E G O R Y AW A R E N E S S L E V E L S AC R O S S M AR K E T S

  • 9

    LOCAL BRAND

    AWARENESS

    GLOBAL

    CATEGORY

    AWARENESS

    89% 95% 94% 94% G E R MA N Y I T A L Y S W I T ZE R L A N D B E L G I U M

    92% 89% 81% 77% W O ME N ' S

    F O O T W E AR

    W O ME N ’ S

    C L O T H I N G

    ME N ’ S

    F O O T W E AR

    ME N ’ S

    C L O T H I N G

    • Local brand awareness (2015): Here is a list of online shops. Please select those online shops selling clothing and footwear that you already know, even if only by name.

    • Global category awareness (2015): Which products do you think Zalando offers?

    • Global functional USP awareness (2015): Which of the following services do you think Zalando offers?

    • Figures are based on Zalando’s Brand Monitor survey: Sample: 20-45 years; 70% female/30% male; 140 interviews per week per country

    R E S U L T S :

    H I G H B R AN D & C AT E G O R Y AW A R E N E S S L E V E L S AC R O S S M AR K E T S

  • 10

    LOCAL BRAND

    AWARENESS

    GLOBAL

    CATEGORY

    AWARENESS

    GLOBAL

    FUNCTIONAL

    USP AWARENESS

    89% 95% 94% 94% G E R MA N Y I T A L Y S W I T ZE R L A N D B E L G I U M

    92% 89% 81% 77% W O ME N ' S

    F O O T W E AR

    W O ME N ’ S

    C L O T H I N G

    ME N ’ S

    F O O T W E AR

    ME N ’ S

    C L O T H I N G

    73% 59% 51% F R E E

    R E T U R N S

    F R E E

    D E L I V E R Y

    3 0 - D A Y MO N E Y

    B A C K G U A R A N T E E

    • Local brand awareness (2015): Here is a list of online shops. Please select those online shops selling clothing and footwear that you already know, even if only by name.

    • Global category awareness (2015): Which products do you think Zalando offers?

    • Global functional USP awareness (2015): Which of the following services do you think Zalando offers?

    • Figures are based on Zalando’s Brand Monitor survey: Sample: 20-45 years; 70% female/30% male; 140 interviews per week per country

    R E S U L T S :

    H I G H B R AN D & C AT E G O R Y AW A R E N E S S L E V E L S AC R O S S M AR K E T S

  • 11

    < 2014

    From Nascent Market…

    Awareness

    “KNOWING”

    2015-17

    …to Growing Market…

    Perception

    “LIKING”

    > 2018

    …to Competitive Market.

    Emotional Connection

    “LOVING”

  • C O N T E X T :

    C U S T O M E R F O C U S , F A S H I O N

    C O M P E T E N C E & B R A N D I M A G E

    • MAINTAIN LEADERSHIP

    • BRAND SHAPING

    • FASHION COMPETENCE

    • CUSTOMER ENGAGEMENT

  • S T R A T E G Y :

    I N T E G R A T E D & E L E V A T E D

    F A S H I O N E X P E R I E N C E

    • SUPERIOR FASHION PROPOSITION

    • BRAND COLLABORATIONS

    • INNOVATION DIGITAL/ SOCIAL

    • RETAIL/ ACTIVATION

  • 14

    E X AM P L E S :

    D I V E R S E & I N T E G R AT E D I N I T I AT I V E S C O N T R I B U T I N G T O F AS H I O N C O M P E T E N C E

    BRAND COLLABORATIONS & IMAGE-BUILDING RETAIL EVENTS, ACTIVATION & EDITORIAL

    2015 - TOPSHOP X ZALANDO 2016 TOMMY X ZALANDO

    2016 – MARNI X ZALANDO 2016 – IVY PARK X ZALANDO

    2017 – REMIX FASHION 2017 – MAN BOX

    2016 – XMAS GIFTING 2016 – CYBER DAYS

    2016 – MY MATCH 2017 – FESTIVAL

    EDITORIAL HUB 2016 - BREAD&BUTTER

    BY ZALANDO

  • 15 2016 - BREAD&BUTTER

    BY ZALANDO

    2016 – MARNI X ZALANDO

    E X AM P L E B R AN D C O L L AB O R A T I O N S :

    I N T E G R AT E D D I G I T AL C AM P A I G N S C R E A T E D B U Z Z I N T H E S O C I AL S P H E R E

    BRAND COLLABORATIONS & IMAGE-BUILDING RETAIL EVENTS, ACTIVATION & EDITORIAL

    2015 - TOPSHOP X ZALANDO

    2017 – REMIX FASHION 2017 – MAN BOX

    2016 – XMAS GGIFT SOME

    STYLE 2016 – CYBER DAYS

    2016 – MY MATCH 2017 – FESTIVAL

    EDITORIAL HUB

    2015 - TOPSHOP X ZALANDO 2016 TOMMY X ZALANDO

    2016 – IVY PARK X ZALANDO

    200 MIO SOCIAL REACH

    THROUGH INFLUENCERS

  • 16

    2016 – MARNI X ZALANDO 2016 – IVY PARK X ZALANDO

    2015 - TOPSHOP X ZALANDO 2015 - TOPSHOP X ZALANDO 2016 TOMMY X ZALANDO

    E X AM P L E B R E A D & B U T T E R B Y Z AL A N D O :

    F I R S T T I M E E V E R C O N S U M E R F O C U S S E D F AS H I O N F E S T I V A L

    BRAND COLLABORATIONS & IMAGE-BUILDING RETAIL EVENTS, ACTIVATION & EDITORIAL

    2017 – REMIX FASHION 2017 – MAN BOX

    2016 – XMAS GIFTING 2016 – CYBER DAYS

    2016 – MY MATCH 2017 – FESTIVAL

    2016 - BREAD&BUTTER

    BY ZALANDO

    EDITORIAL HUB

    MORE THAN 20.000

    PEOPLE ON EVENT

    OVER 6 MIO. VIEWS

    VIA FACEBOOK LIVE

  • “ B R E A D & &

    B U T T E R ”

  • 18

    R E S U L T S :

    C O N S T A N T AN D S T AB L E G R O W T H O F B R AN D AN D F AS H I O N M E T R I C S

    90%

    +10% Y - O - Y G R O W TH

    +7% Y - O - Y G R O W TH

    +9% Y - O - Y G R O W TH

    S T A B L E O V E R T I ME

    FASHION

    COMPETENCE

    LIKEABILITY

    LEADING EUROPEAN

    ONLINE FASHION

    RETAILER

    GLOBAL BRAND

    AWARENESS

    • Global brand awareness (2017): Here is a list of online shops. Please select those online shops selling clothing and footwear that you already know, even if only by name.

    • Fashion competence (2017): Please assess the following statements about Zalando according to how you feel and let us know to what extent you agree (Top 2): Zalando offers fashion advice; Zalando has all the relevant brands;

    Zalando inspires me to try out and combine new things; Zalando offers all the latest fashion trends.

    • Likeability (2017): Please assess the following statements about Zalando according to how you feel and let us know to what extent you agree (Top 2): Zalando is likeable.

    • Leading online fashion retailer (2017): Please assess the following statements about Zalando according to how you feel and let us know to what extent you agree (Top 2): Zalando is the leading online fashion retailer.

    • Figures are based on Zalando’s Brand Monitor survey: Sample: 20-45 years; 70% female/30% male; 140 interviews per week per country

  • 19

    < 2014

    From Nascent Market…

    Awareness

    “KNOWING”

    2015-17

    …to Growing Market…

    Per